11 Tips on How to Grow Your Podcast and Build Your Audience

Podcasting has become a popular medium for sharing stories, insights, and expertise with a wide audience. However, creating great content is just the first step. To ensure your podcast reaches its full potential, you need to invest time and effort into podcast marketing and growing your audience.

In this blog post, we’ve gathered the most important tips we picked up at The Podcast Show 2023. It’s a two-day event, which takes place every year in London. It showcases leading global brands, innovative technologies, and solution providers dedicated to serving and advancing the podcasting community.

The tips we’ve compiled for you below are learnings from one of the best talks, in my opinion, at this year’s PSC called “Utilising Media Buying And Social Media To Grow Your Audience. Speakers Brian Green from Advertisecast – a network for buying and selling podcast advertising, Chris Krimitsos from Podfest Expo – one of the biggest podcast communities for people passionate about podcasts; and Steffen Hopf from Julep –  an AdTech company from Germany that helps to monetise, host, and distribute podcasts; were exploring the subject of growing your podcast and building a loyal listener base.

So without further ado, let’s dive into some of the strategies they shared below: 

1. Embrace Creative Budgeting

   While dedicating a portion of your revenue to marketing is crucial, it's not always about having a big budget. If funds are limited, focus on getting better at marketing yourself. Seek advice from experts, attend webinars and workshops, and connect with experienced podcasters who can share their knowledge and experiences with you.

   Become a part of podcasting community and utilize these free resources to enhance your marketing skills and learn how to grow your podcast effectively.

2. Peer Downloads and Cross Promotion

   Collaboration is key in the podcasting community. Partnering with other podcasters in your niche allows you to tap into their established listener base.
   
   By promoting each other's shows through cross-promotion, you can reach new audiences who are likely to be interested in your content. Encourage your listeners to discover other podcasts and engage in peer-to-peer recommendations.

3. Optimise Show Notes and Transcripts for SEO

   Improve the discoverability of your podcast by optimising your show notes and transcripts for search engines. Identify relevant keywords related to your podcast topic and incorporate them strategically into your content.
   
   This will increase the likelihood of your podcast appearing in search results, attracting organic traffic and new listeners.

4. Media Outreach

   Start by targeting local media outlets and gradually expand your reach. Reach out to journalists, bloggers, and influencers who cover topics related to your podcast's theme. Offer yourself as an expert in your niche, provide valuable insights, and share your podcast episodes with them.
   
   Generating media coverage will amplify your podcast's visibility and attract a broader audience.

5. Link Milestones with Current Events

   This is a very clever one coming from Chris Krimitsos. Leverage current events or trending topics that align with your podcast's content. When a significant event occurs, consider creating episodes or timely discussions related to that topic.
   
   By linking your podcast to ongoing conversations, you increase the chances of attracting listeners who are actively seeking information or opinions on those subjects.

6. Harness the Power of Social Media 

   Treat your podcast as a brand and utilise various social media platforms to promote and educate your audience. Share updates, news, and engaging content not only about your podcast but also about the industry as a whole. Encourage discussions, respond to comments, and engage with your listeners to cultivate a sense of community and loyalty.

   Filming your podcasts is becoming a norm now. The majority of social  media users are now used to visual mediums like videos. Utilise    Facebook Live to promote your show or an exciting guest on your  podcast. Or share a little sneak peek of your shows on YouTube Shorts. They are extremely popular among social media users. Having your podcast recorded as a video gives you a better opportunity to promote and present your content to a wider audience.

7. Seek Endorsements from Established Podcasters

   One of the most effective ways to expand your listener base is through endorsements from popular and trusted podcasters. When someone your potential audience already follows recommends your podcast, they are more likely to give it a chance.
   
   Build relationships with established podcasters in your niche and explore opportunities for cross-promotion or guest appearances on their shows.

8. Analyse and Utilise Data

   Make data-driven decisions to understand your audience better and improve your podcast's performance. Many podcast hosting platforms provide you with various data like download numbers, subscribers, play-through rates, ratings, etc. It’s recommended to look at your download numbers once a week. When analysing your data, look for patterns and identify popular episodes or topics that resonate with your audience.
   
   Use this valuable information to refine your content strategy and provide what your listeners want.

9. Collaborate with Influencers

   Identify influencers, bloggers, or other podcasters with large email lists or dedicated communities that align with your target audience.
   
   Approach them with a mutually beneficial proposition, such as offering a valuable episode or exclusive content that their audience would find compelling. In return, ask them to promote your podcast to their community, helping you expand your reach.

10. Treat Your Podcast as a Brand

    In the European podcasting industry, monetisation opportunities are still developing. However, regardless of the stage of your podcast's growth, treating it as a brand from the beginning is essential. Utilise various social media platforms to promote and educate your audience about your podcast. Share updates, news, and episodes about your show and the industry in general.
    
    By establishing your podcast as a brand, you create a loyal following and attract new listeners.

11. Try Paid Advertising 

    Using paid advertising can be a powerful strategy to boost the visibility and reach of your podcast. Targeted paid ads give you a better opportunity to effectively reach potential listeners who may be interested in your podcast's content. Social media networks like Facebook or Instagram allow you to narrow down your audience based on demographics, interests, and behaviours.
    
    By allocating a portion of your marketing budget towards paid advertising, you can strategically promote your podcast to the right audience at the right time. A $1 piece of advice from Chris was, to take your best episodes and chop them into bite-sized snippets and then pay $1 per day to promote them on social media, for example. There are also many podcasting platforms like Julep or Acast, that help you monetise your podcasts.  

In the world of podcasting, effective marketing is essential to grow your audience and increase your podcast's visibility. While dedicating a portion of your revenue to marketing is important, there are several creative strategies you can employ even with a limited budget.

The key is to invest in yourself by seeking advice from experts, attending webinars and workshops, and learning from others' experiences. Cross-promotion with other podcasters and optimising show notes for SEO can help expand your listener base. Leveraging local media outreach, linking milestones to current events, and treating your podcast as a brand can also drive growth. Paid advertising can help generate awareness, attract new listeners, and drive more traffic to your podcast. However, it's important to carefully monitor your ad performance, analyse data, and adjust your ad strategy as needed to maximise your return on investment (ROI). Remember to craft compelling ad creatives and compelling call-to-actions to entice users to click and listen to your podcast episodes.

By implementing these tips, you can elevate your podcast marketing and attract a larger and more engaged listener base. If you’re looking for a professional voice artist for your next sponsored read, podcast ad or anything in between, OutSpoken is here to help.

June 6th at 12:00am